In Profile:
IMAGEMAN Interior & Architecture

Name: Mikayel Karsyan
Company Name: IMAGEMAN Interior & Architecture
Position Within Company: Founder, Interior Designer, HoReCa Division Director
Website: www.imagemanstudio.com

Tell us a little about your background in design (education, experience, etc)

I am the Founder and Creative Director of IMAGEMAN Interior & Architecture Studio, established in 1999 in Yerevan, Armenia. Over the past two decades, I have developed a professional practice focused primarily on hospitality design, including restaurants, hotels, cafés, and concept-driven public interiors.

My background combines architectural thinking with a deep understanding of gastronomy and operational planning, particularly in the design of restaurant environments and professional kitchens. Throughout my career I have led the design and realization of numerous hospitality projects, working closely with restaurateurs, developers, and business owners to create spaces where concept, atmosphere, and functionality are carefully integrated.

Over the years my work has been recognized within the professional community for its strong conceptual approach and its ability to translate culinary identity into spatial experience. Today, through IMAGEMAN Studio, I continue to develop projects both in Armenia and internationally, focusing on unique hospitality concepts where architecture, interior design, and gastronomy intersect.

How would you describe your personal design style?

I do not follow a fixed or signature style. Instead, each project begins with the concept, story, and identity of the restaurant itself. The culinary direction, cultural references, and the atmosphere the client wishes to create ultimately determine the architectural language and design approach.

In hospitality design, I believe that the interior should grow organically from the gastronomic concept. Materials, lighting, spatial composition, and decorative elements are carefully selected to reinforce the narrative of the place and create a coherent guest experience.

Because of this approach, my projects can vary significantly in aesthetic expression—from contemporary and minimalist environments to more expressive, culturally rooted interiors. What remains constant, however, is a strong conceptual foundation, careful attention to spatial atmosphere, and the integration of design with the operational logic of the restaurant and its kitchen.

This philosophy allows each project to develop its own authentic identity rather than repeating a predefined stylistic formula.

Where does your design inspiration come from?

My design inspiration comes from several interconnected sources, the most important of which is travel. Visiting different countries and experiencing their cultures allows me to observe how people gather, cook, and share food. I am particularly interested in the origins of culinary traditions — the rituals of dining, the methods of food preparation, and the social meaning of meals within different cultures.

I spend a great deal of time studying gastronomy, exploring traditional cuisines, and learning how culinary identity shapes social spaces. For me, a restaurant is not just an interior; it is a cultural stage where food, atmosphere, and human interaction come together.

History is another major source of inspiration. Historical events, cultural narratives, and forgotten traditions often provide powerful themes for creating meaningful restaurant concepts. Many of my projects begin with a historical or cultural story that is later translated into architectural language.

I also follow various food bloggers and culinary storytellers whose work helps me stay connected to global gastronomic trends and contemporary food culture.

Interestingly, music — particularly classical music and opera — has also influenced my thinking. I study the structure and composition of operas because I see many parallels between an operatic performance and a restaurant experience. Both involve atmosphere, rhythm, emotion, and carefully orchestrated moments.

For this reason, I often describe my role not simply as a designer, but as a restaurant dramaturg, composer, and stage director at the same time, shaping a complete experience where architecture, gastronomy, and storytelling come together.

In what direction do you feel that design is moving towards in a general sense?

In general, design is moving toward a more experiential and narrative-driven direction. People today are no longer looking only for visually attractive spaces; they are seeking places that offer emotion, identity, and a memorable experience. As a result, interior design is becoming more closely connected with storytelling, culture, and atmosphere.

In hospitality design in particular, restaurants are increasingly evolving into immersive environments where architecture, gastronomy, lighting, sound, and even scent work together to create a complete sensory experience. Guests want to feel that they have entered a unique world rather than simply a well-designed room.

At the same time, there is a growing interest in authenticity and cultural depth. Designers are increasingly looking beyond purely aesthetic trends and exploring local traditions, materials, craftsmanship, and culinary heritage. This shift allows spaces to develop a stronger identity and a deeper connection with their context.

Another important direction is the integration of operational intelligence within design. In restaurants, for example, successful interiors are no longer judged only by appearance but also by how effectively they support kitchen workflows, service efficiency, and the overall guest journey.

Overall, design is moving toward a more multidisciplinary approach where architecture, culture, technology, gastronomy, and storytelling intersect to create meaningful and memorable environments.

Name five key themes to consider when approaching design in the future.

When approaching design in the future, I believe several key themes will become increasingly important:

1. Cultural authenticity and storytelling
Successful spaces will increasingly be rooted in cultural narratives. Design will move beyond pure aesthetics toward environments that reflect history, identity, and the traditions of a place or cuisine.

2. Integration of gastronomy and spatial design
In hospitality projects especially, the design of the interior must evolve together with the culinary concept and kitchen operations. Architecture, food, and service should function as a unified system.

3. Multi-sensory experience
Future design will engage all human senses. Lighting, textures, acoustics, scent, and spatial rhythm will be carefully orchestrated to create emotionally memorable environments.

4. Sustainability and the use of natural materials
Environmental awareness is becoming fundamental. Designers will increasingly prioritize sustainable practices, durable construction, and the use of natural materials such as stone, wood, clay, and metal that age beautifully and responsibly.

5. Flexibility and adaptability of spaces
Spaces will need to be more adaptable to changing social and business needs. Restaurants and hospitality environments will increasingly be designed to transform easily between different functions and atmospheres throughout the day.

If you could offer one piece of advice when it comes to designing, what would it be?

My main advice would be to begin every project with a compelling story. Before thinking about form, decoration, or style, it is essential to develop a meaningful narrative that will guide the entire design process.

Once a strong story is established, the concept naturally emerges from it. The concept then becomes the strategic foundation of the project — a kind of roadmap that helps every design decision remain consistent and purposeful.

When a space is built around a clear narrative and concept, it gains identity, emotional depth, and authenticity. Without this foundation, even the most visually attractive interior can feel superficial. A well-developed story, however, allows architecture, interior design, and atmosphere to work together to create a truly memorable experience.

How important are The International Hotel & Property Awards?

The International Hotel & Property Awards represent an important international platform that highlights innovation and excellence in hospitality design. They bring together architects, interior designers, developers, and hospitality professionals from many different countries, creating a valuable environment for professional recognition and exchange.

What makes these awards particularly interesting is the participation of respected studios and projects from around the world. Seeing such a diverse and high-level selection of international work provides both inspiration and a healthy professional benchmark. For many designers, including myself, this global participation becomes an additional motivation to present our own work within the same professional context.

Being shortlisted therefore offers not only recognition but also the opportunity to share ideas, observe different design approaches, and contribute to the ongoing dialogue about the future of hospitality environments.

In this sense, the awards serve as a meaningful meeting point for the international design community, where creativity, cultural diversity, and professional experience intersect.

Your most treasured possession?

My most treasured possession is my intellect and the constant process of developing it. I see it as the central force that shapes my work and my perspective on the world.

Around it revolve many other essential parts of my life — curiosity, cultural exploration, travel, and the study of history, gastronomy, and the arts. Together they form a kind of personal “solar system” that continuously nourishes my creativity and influences the concepts behind my projects.

For me, the ability to keep learning, observing, and evolving intellectually is the most valuable asset a designer can have.

Your favourite holiday destination?

Italy has always been one of my favourite destinations because of its extraordinary combination of history, architecture, art and gastronomy. Every city there feels like a living museum where culture and everyday life naturally intertwine.

At the same time, I am deeply fascinated by the countries of the East and Central Asia, particularly Iran and Uzbekistan. These regions possess an incredible cultural depth, rich architectural traditions and unique culinary rituals. Many of the ideas and concepts for my restaurant projects are inspired by exploring these cultures and their historical heritage.

However, beyond specific destinations, I most enjoy traveling to places where I can experience nature in its pure form. For a designer, nature is the greatest teacher. The harmony, structure, colors and textures created by nature offer endless inspiration and remind us that the most perfect design solutions often already exist in the natural world.

Your favourite hotel, restaurant & bar?

Hotel: I am particularly drawn to boutique hotels that capture the spirit and character of the country in which they are located. The most memorable hotels for me are those that reflect local culture, architecture and atmosphere, allowing guests to feel a genuine connection with the place rather than experiencing a standardized global environment.

Restaurant: I tend to prefer restaurants where traditional food is served with authenticity and emotion. Places where cuisine is deeply rooted in culture and where dining is not only about the food itself but also about the rituals, hospitality and stories that surround it.

Bar: For bars, I often enjoy classic Anglo-American style pubs. These places usually have a relaxed and welcoming atmosphere where conversations flow easily and where you can meet interesting people from very different backgrounds.

Your favourite book, film & song?

Book: The Name of the Rose – Umberto Eco
Film: The Godfather – Francis Ford Coppola
Song: Nessun Dorma from Puccini’s opera Turandot

Your favourite food and drink?

Food: I enjoy tasting a wide variety of cuisines and rarely limit myself to one particular type of food. Exploring different dishes and culinary traditions is an important part of how I understand culture and gather inspiration for my work. At the same time, I have a special appreciation for simple food. As the saying goes, simplicity often reveals true brilliance, and many of the most memorable dishes are built on honest, uncomplicated ingredients.

Drink: I usually prefer simple and well-prepared drinks — a good espresso, a glass of wine, or occasionally traditional beverages that reflect the culture of the place I am visiting.

Your favourite way to spend an afternoon?

Walking through historic districts of a city, observing architecture, street life and local food culture. These moments often become unexpected sources of inspiration for future projects.

If you weren’t in this sector, what would your alternative profession be?

If I were not working in design, I would most likely be involved in gastronomy or theatre. Both fields share many similarities with hospitality design — they combine storytelling, atmosphere and carefully orchestrated experiences for people.

Anything else interesting?

Music plays an important role in my life. I play several musical instruments and greatly enjoy composing music. This creative process has influenced the way I think about rhythm, atmosphere and emotional structure within spaces.

I have also had the opportunity to explore the art of food and product photography, which taught me a great deal about light, composition and the importance of highlighting details. This knowledge has proven surprisingly valuable in my design work, particularly in the way I approach lighting and how certain elements within an interior are emphasized.

For me, details are an essential part of creative thinking. Just as in music or photography, it is often the subtle nuances that give a project its character and depth.